A peek between the covers: Quirky bookish customs of Southeast Asians

Reading may seem like a simple pastime, but in Southeast Asia, it’s more than just flipping pages. Across the region’s 11 countries, people have found creative and meaningful ways to celebrate books and storytelling. From social media trends to centuries-old manuscripts, here are fascinating customs that show how Southeast Asians bring literature to life.

1. From pocketbooks to Wattpad: The Philippines’ pop culture phenomenon

Filipinos have a strong connection with stories—whether printed in pocketbooks or published online. The Wattpad craze turned fan fiction into mainstream entertainment, with hits like She’s Dating the Gangster and Ang Diary ng Panget becoming box-office films. This blending of literature and pop culture shows how storytelling thrives in every form among Filipino readers and creators.

2. The social shelf: Thailand and Vietnam’s online reading communities

Thais and Vietnamese have taken their love for books to social media. In Thailand, “Bookstagram” has turned bookshops into photogenic hotspots, while Vietnamese “BookTok” influencers promote local authors through short, engaging videos. These trends transform reading into a shared online experience, connecting young readers across the region through hashtags and bookish aesthetics.

3. Pages and coffee: Indonesia’s book cafés as creative hubs

Indonesia’s bustling cities, especially Jakarta and Yogyakarta, have become home to cozy book cafés where reading meets relaxation. These spots blend caffeine and creativity, providing perfect corners for literary discussions, workshops, or simply a quiet moment with a novel. They also serve as platforms for local authors to reach new audiences in a laid-back, artistic setting.

4. Books on the move: Literacy on Wheels in Malaysia, Cambodia, and Timor-Leste

In several Southeast Asian countries, books travel just as much as readers do. Malaysia promotes reading through mini libraries in train stations, while Cambodia and Timor-Leste bring mobile libraries to rural areas via tuk-tuks, vans, and even boats. These initiatives make literature accessible to everyone, proving that reading knows no boundaries—geographical or social.

5. Preserving heritage: Ancient texts and faith-based literature in Myanmar, Laos, and Brunei

Some Southeast Asian nations celebrate their literary past through preservation and faith. Myanmar keeps its palm-leaf manuscripts safe in monastery libraries, safeguarding centuries-old wisdom. Laos promotes storytelling through beautifully illustrated picture books rooted in oral traditions, while Brunei strengthens Islamic publishing to uphold cultural and religious identity. Together, they reflect how books serve not just as entertainment—but as vessels of heritage and belief.

Southeast Asia’s bookish traditions are as diverse as its people. Whether through digital platforms, traveling libraries, or ancient manuscripts, each nation tells its story differently—but all share the same love for words, ideas, and imagination.